MKTG 355 .1
consists of individuals who are poorly educated, have very low incomes, and work as unskilled laborers
upper-lower class
families who possess neither family statue derived from heritage nor unusual wealth
upper-middle class
aristocratic families who wake up the social elite
upper-upper class
is an online pass it along strategy, uses electronic communications to trigger brand messages throughout a widespread network of buyers
viral marketing
1. consumers are reluctant to purchase a new item until they have have gotten their moneys wroth for the old one 2. disposition sometimes must occur before acquisition of a replacement because of space or financial limitations 3. frequent decisions by consumers to sell, trade, or give away used products may result in a large used-product market that can reduce the market 4. concern with product disposition is that the US is not completely a throwaway society 5. environmentally sound disposition decisions benefit society as a whole and the firms are part of that society
ways disposition can affect marketing strategy
is the way an individual perceives his or her feelings and situation to be at the present time
actual state
innovators, early adopter, early majority, late majority, laggards are all what
adopter categories
is the process of describing and explaining the attitudes, values, and behaviors of an age group as well as predicting its future attitudes, values, and behaviors
cohort analysis
"what features do I want in a computer", you would engage in internal search to determine the features or characteristics required to meet your needs, these desired characteristics are your?
evaluative criteria
is composed of those brands or products one will evaluate for the solution of a particular consumer problem
evoked set
culture, subculture, demographics, social status, reference groups, family, and marketing activities are all?
external influences
can involve independent sources, personal sources, marketer-based information, and product experience
external search
the process by which decisions that directly or indirectly involve two to more family members are made
family decision making
1. whether a satisfactory solution is known 2. what the characteristics of potential solutions are 3. what appropriate ways exist to compare solutions
internal search
the segment(s) of the larger market on which we will focus our marketing effort
target market
perception, learning, memory, motives, personality, emotions, and attitudes are all?
internal influences
relates to aesthetic or image-enhancement performance
symbolic performance
terms such as eco-friendly appear to be misleading to consumers who believe that such products have "far reaching benefits in almost all environmental areas without having any substationial drawbacks" and a practice termed greenwashing whereby a firm promotes environmental benefits that are unsubstantiated and on which they don't deliver
FTC
1. the period of sensorimotor intelligence 2. the period of pre operational thoughts 3. the period of concrete operation 4. the period of formal operations
Piaget's stages of cognitive development
a group of persons who have experienced a common social, political, historical, and economic environment
age cohort
is composed of those brands consumers are aware of
awareness set
was always larger than the evoked set, consumers know about more brands than they will seriously consider
awareness set
what four categories are in the decision alternatives?
awareness, insert, inpet, and evoked
born through the dramatic increase of births between the end of WWII and 1964, this generation represents nearly 75 million Americans as of 2016, empty nest
baby boom generation
you may have been highly involved in selecting a brand of toothpaste and now you may purchase it without further consideration, you are committed to this toothpaste and formed an emotional attachment to is this is called
brand loyal purchase
is biased behavioral response expressed over time by a decision-making unit with respect to one or more alternative brands out of a set of such brands that is a function of psychological processes
brand loyalty
is marketing that ties a company and its products to an issue or cause with the goal of improving sales or corporate image while providing benefits to the cause
cause-related marketing
service and store loyalty are generally defined in the same or a similar manner, a consumer loyal to a brand
committed customer
is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society
consumer behavior
produces an image of individual carefully evaluating the attributes of a set of products, brands, or services and rationally selecting the one that solves a clearly recognized need for the least costs
consumer decision
occurs when negative emotions or guilt feelings are aroused by the use of a product or a service
consumption guilt
widely held beliefs that affirm what is desirable
cultural values
is the complex whole that includes knowledge, belief, art, law, morals, customs, and any other capabilities and habits acquired by humans as members of society
culture
situations, problem recognition, information search, alternative evaluation and selection, outlet selection and purchase, and post purchase processes are all involved in what?
decision process
describe a population in terms of its size, structure, and distribution
demographics
is the way an individual wants to feel or be at the present time
desired state
________ of the product or the product's container may occur before, during, or after product use or for products that are completely consumed, such as ice cream cone, no ________ may be involved
disposition
tend to be opinion leaders, like market mavens, in local reference groups
early adopters
consumers tend to be cautious about innovations
early majority
born starting 2010, this generation comprises 9 percent of the American population, children of generation t and likely to be an only child of their millennial parents
generation alpha
born between 1965 and 1976, this generation represents roughly 50 million Americans as of 2016
generation x
born between 1977 and 1994, this generation represents roughly 79 million Americans as of 2016, thus surpassing the baby boom generation, millennials
generation y
born between 1995 and 2009, this generation represents roughly 63 million Americans of 2016, digital natives, generation @, and the net generation
generation z
involves a discrepancy that a variety of brands within a product category can reduce, it is early in the product life cycle, the firm has high percentage of the market, external search after problem recognition is apt to be limited, it is an industry-wide cooperative effort
generic problem recognition
involves developing products who production, use, or disposal is less harmful to the environment than the traditional versions of the product, developing products that have a positive impact on the environment, or trying the purchase of a product to an environmental organization or event
green marketing
based on the age and marital status of the adult members of the household and the presence and age of children
household life cycle
is composed of those brand consumers are aware of and view negatively
inept set
composed of those brands consumers are aware of and view in a neutral manner
inert set
is an idea, practice, or product perceived to be new by the relevant individual or group
innovation
are venturesome risk takers
innovators
are locally oriented and engage in limited social interaction
laggards
members are skeptical about innovations
late majority
how one lives, including the products one buys, how one uses them, what one thinks about them, and how one feels about them, is the manifestation of the individual's self-concept
lifestyle
involves internal and limited external search, few alternatives, simple decision rules on a few attributes, and little post purchase evaluation
limited decision making
very low incomes and minimal education
lower-lower class
referred to as new rich the current generations new successful elite
lower-upper class
is a portion of a larger market whose needs differ somewhat from the larger market
market segment
advertising, the sales force, public relations, packaging, and any other signal that the firm provides about itself and its products
marketing communications
the product, price, communications, distribution, and services provided to the target market
marketing mix
composed of white-collar worked and high-paid blue-collar workers
middle class
referred to as habitual decision making, in effect involves no decision per se, occurs when there is very low involvement with purchase
nominal decision making
common consumer reaction after making a difficult, relatively permanent decision, doubt or anxiety of this type is referred to as
post purchase dissonance
the degree of commitment or irrevocability of the decision, the importance of the decision to the consumer, the difficulty of choosing among the alternatives, and the individuals tendency to experience anxiety are all factors of?
post purchase dissonance
is the result of a discrepancy between a desired state and an actual state that is sufficient to arouse and activate the decision process, it is the first stage in the consumer decision process
problem recognition
a consumer may be very involved with a brand or product category and yet have a very low level of involvement with a particular purchase of that product because of brand loyalty, time pressures, or other reasons, this is known as
product involvement
occurs when a consumer actively acquires a product that is not used or used only sparingly relative to potential use
product nonuse
an image of the product or brand in the consumer's mind relative to competing products and brands
product position
the purchaser or some other member of the household uses the product without first worrying about the wisdom of the purchase
product use
What are the 4 P's?
product, price, place, promotion
is used to reflect the fact that most products in developed economies satisfy more than one need
product-related need sets
________, and the amount of external search, increases as consumers move from nominal decision making to extended decision making
purchase involvement
at the level of concern for, or interest in, the purchase process triggered by the need to consider a particular purchase, involves a temporary state of an individual or household but is influenced by the interaction of individual, product, and situational characteristics
purchase involvement
increase the desirability of the brand purchased, decrease the desirability of rejected alternatives, decrease the importance of the purchase decision, reverse the purchase decision are all factors that consumers do to
reduce post purchase dissonance
a group whose presumed perspectives or values are being used by an individual as the basis for his or her current behavior
reference group
continue to buy the same brand through they do not have an emotional attachment to it, they may do so out of habit or because they don't see viable options to their current choice
repeat purchasers
you may believe ketchup is about the same and you may not attach much importance to the product, having tried a certain ketchup and found satisfactory you now purchase that certain ketchup but you are not committed to it, this is known as
repeat purchases
involves a discrepancy that only one brand can solve
selective problem recognition
is the application of marketing strategies and tactics to alter or create behaviors that have a positive effect on the targeted individuals or society as a whole
social marketing
- identifying product-related need sets - grouping costumers with similar need sets - describing each group - selecting an attractive segment(s) to serve
steps to market segmentation
a segment of a larger culture whose members share distinguishing values and patterns of behavior
subculture
first is by observing or participating with them as they use products and services and second is by seeking or receiving advice and information from them in the form of
word-of-mouth communications (WOM)
